B.A., Business Administration: Marketing Michael G. Foster School of Business, University of Washington

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1 September 2017 JARED WATSON Robert H. Smith School of Business, Department of Marketing 3330 Van Munching Hall, College Park, MD EDUCATION Ph.D., Marketing (expected) Robert H. Smith School of Business, Dissertation Title: Aspects of Online Reviews and their Effects on Consumer Decisions Co-Chairs: Amna Kirmani and Anastasiya Pocheptsova Ghosh B.A., Business Administration: Marketing Michael G. Foster School of Business, University of Washington RESEARCH INTERESTS Solving managerial problems using behavioral theories Consumer responses to online reviews Judgments and decision-making AWARDS AND HONORS AMA-Sheth Found Doctoral Consortium Fellow, June 2017 Distinguished Teaching Award, Robert H. Smith School of Business, May 2017 Marvin A. Jolson Outstanding Marketing Doctoral Student Award, Robert H. Smith School of Business, May 2017 Robert Mittelstaedt Doctoral Symposium Fellow, March 2016 AMA Foundation Valuing Diversity Scholar, August 2014 RESEARCH IN PROGRESS Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov, Swayed by the Numbers: The Consequences of Displaying Product Review Attributes (Essay #1 of dissertation) o Under 2 nd round review at Journal of Marketing. Watson, Jared and Amna Kirmani, Red Flag! The Consequences of Alerting Consumers to the Presence of Fraudulent Reviews (Essay #2 of dissertation) o Preparing for submission at Journal of Marketing Research. 1 W a t s o n

2 Watson, Jared, Nicole Kim, and Rosellina Ferraro, The First Review Bias: Sequence Effects on Consumer Decisions o Three experiments conducted. Watson, Jared and Amna Kirmani, The Differential Effect of Incentive Value Forms over Time o Five experiments conducted. Watson, Jared and Anastasiya Pocheptsova Ghosh, Subscription-Based Goods o Three experiments conducted. CONFERENCE PRESENTATIONS Watson, Jared, Kim, Nicole, and Rosellina Ferraro (June 2017), The First Review Bias: Sequence Effects on Consumer Decisions, Pittsburgh, PA: Mid-Atlantic Research Consortium. (poster) Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (April 2017), "Swayed By the Columbia, SC: The Effect of Numerical Markers on Consumer Judgment and Decision Making Conference. (poster) Watson, Jared, and Amna Kirmani (June 2016), "Red Flag! The Consequences of Alerting Consumers to the Presence of Fraudulent Reviews", College Park, MD: Mid-Atlantic Research Consortium. (poster) Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (April 2016), "Swayed by the Lincoln, NE: Robert Mittelstaedt Doctoral Symposium. (presenter) Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (November2015), "Swayed by the Numbers: The Consequences of Displaying Review Counts in Purchase Decisions", Philadelphia, PA: INFORMS 2015 Annual Meeting. (presenter) Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (October 2015), "Swayed Away By Numbers: When Consumers Overweight the Review Counts in Their Decisions", New Orleans, LA: Association for Consumer Research. (special session: The Effect of Numerical Markers on Consumer Inferences and Decisions organizer and presenter) Watson, Jared, Kim, James, and Amna Kirmani (October 2015), "Red Flag! The Effect of Fake Reviews on Consumer Evaluations", New Orleans, LA: Association for Consumer Research. (poster) Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (June 2015), "Swayed by the Baltimore, MD: ISMS Marketing Science Conference. (special session: The Effect of Numerical Markers on Consumer Inferences and Decisions, organizer and presenter) 2 W a t s o n

3 TEACHING INTERESTS Principles of Marketing Consumer Behavior Sales Management Digital Marketing Retailing TEACHING EXPERIENCE Instructor: Consumer Analysis, Robert H. Smith School of Business, Spring 2016 o Overall Rating: 3.72 out of 4.0 (college average: 3.29 out of 4.0) o Distinguished Teaching Award, May 2017 Teaching Assistant: Consumer Behavior (MBA), Dr. Judy Frels Fall 2015 PROFESSIONAL EXPERIENCE PepsiCo, Frito-Lay Sales District Leader. Seattle, WA o Managed 15 employees, oversaw $8-10 million in annual revenues, and implemented localized marketing strategies. Costco, Small Electrics Intern. Issaquah, WA Summer 2008 Boeing, Sales & Marketing Intern. Tukwila, WA Summer 2007 Boeing, Spares PMO Intern. Sea-Tac, WA Summer 2006 DISSERTATION Aspects of Online Reviews and their Effects on Consumer Decisions Co-Chairs: Amna Kirmani and Anastasiya Pocheptsova Ghosh Committee Members: Michael Trusov, Rosellina Ferraro, Michael Dougherty Essay 1: Swayed by the Numbers: The Consequences of Displaying Product Review Attributes o Under 2 nd round review, Journal of Marketing Prior research has demonstrated independent influences of average product ratings and review volumes on consumer purchase decisions. Yet, little research has attempted to outline the conditions by which the relative influence of these attributes is dependent on the levels of each other. In this research, we demonstrate how the relative influences of average product ratings and review volumes change as a function of the choice set s level of review volumes, valence of average product ratings, and differences between average product ratings. By demonstrating the underlying process by which consumers utilize average product ratings and review volumes together in their decisions, we are able to suggest strategic avenues by which retailers can influence consumers choices and consumers can improve their decisionmaking. Essay 2: Red Flag! The Consequences of Alerting Consumers to Fraudulent Reviews 3 W a t s o n

4 Although research explores the characteristics of fraudulent reviews and the brands which solicit them, little research investigates how fraudulent reviews affect consumer behavior. Some review portals, like Yelp, disclose when they have identified fraudulent reviews for a brand. We examine how this disclosure, as well as the valence of the fraudulent reviews, influences subsequent judgments of the brand as well as the review portal. We argue that a flag activates persuasion knowledge, ultimately leading to different coping strategies as a function of the valence. Furthermore, we demonstrate that consumers attempt to correct for the valence of the fraudulent reviews in brand intentions, whereas the mere presence of a disclosure increases perceptions of the review portal, regardless of valence. These findings are moderated when consumers are highly familiar with the review portal or highly suspicious of review portals in general. We conclude with suggestions of when review portals should implement flags, and the consequences for both the brand and the review portal. DOCTORAL COURSEWORK Marketing Marketing Models PK Kannan Research Methodology Seminar Rebecca Hamilton Anand Gopal Sunil Mithas Consumer Behavior Amna Kirmani Marketing Strategy Roland Rust Information Processing Margaret Meloy Behavioral Decision Theory Joydeep Srivastava Psychology Human Performance Theory; Cyberpsychology Kent Norman Learning and Memory; Decision Heuristics Michael Dougherty Industrial and Organizational Psychology James Grand Research Methods Quantitative Research Methods I Paul Hanges Quantitative Research Methods II Kevin O Grady Applied Multiple Regression Jeffrey Harring Multivariate Analysis Jeffrey Harring AFFILIATIONS Association for Consumer Research Society for Consumer Psychology American Marketing Association Ph.D. Project SERVICE Ph.D. Student Recruitment: Attend the annual Ph.D. Project conference to recruit underrepresented minority Ph.D. candidates for the 2015 Present 4 W a t s o n

5 President, Association of Doctoral Students, Vice President, Association of Doctoral Students, Social Chair, Association of Doctoral Students, REFERENCES Amna Kirmani (Dissertation Co-Chair) Anastasiya Pocheptsova Ghosh (Dissertation Co-Chair) Professor of Marketing Assistant Professor of Marketing University of Arizona Michael Trusov Rosellina Ferraro Associate Professor of Marketing Associate Professor of Marketing W a t s o n